Marketo vs Pardot comparison

Adobe and Salesforce are both solutions in the Marketing Automation category. Adobe is ranked #3 with an average rating of 8.4, while Salesforce is ranked #6 with an average rating of 7.7. Adobe holds a 16.1% mindshare in MA, compared to Salesforce’s 4.1% mindshare. Additionally, 96% of Adobe users are willing to recommend the solution, compared to 91% of Salesforce users who would recommend it.

Marketo

Read 24 Marketo reviews

2,413 Views
1,869 Comparison Views

96% willing to recommend

Pardot

Read 12 Pardot reviews

1,291 Views
475 Comparison Views

91% willing to recommend

Marketo

Pardot

Comparison Buyer's Guide

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Executive Summary

We performed a comparison between Marketo and Pardot based on real PeerSpot user reviews.

Find out in this report how the two Marketing Automation solutions compare in terms of features, pricing, service and support, easy of deployment, and ROI.

To learn more, read our detailed Marketo vs. Pardot Report (Updated: December 2024).

Buyer's Guide

Marketo vs. Pardot

December 2024

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Helped 824,067 peers since 2012

Categories and Ranking

Marketo

Ranking in Marketing Automation

3rd

Average Rating

8.4

Number of Reviews

Ranking in other categories

Marketing Management (5th)

Pardot

Ranking in Marketing Automation

6th

Average Rating

7.8

Reviews Sentiment

6.5

Number of Reviews

Ranking in other categories

No ranking in other categories

Mindshare comparison

As of December 2024, in the Marketing Automation category, the mindshare of Marketo is 16.1%, down from 16.9% compared to the previous year. The mindshare of Pardot is 4.1%, down from 4.3% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation

Featured Reviews

PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

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Vikram Rawani

Pardot Consultant at Target

Offers an easy initial setup phase and good ROI

With Pardot, users can do the segmentation based on their requirements. You can segment your prospects based on their interests, locations, companies, or the sales cycle. You can also use the engagement studio to create a journey for the people you have segmented with the help of automation feature of the tool. The aforementioned area consists of the most useful features I found in the tool apart from its out-of-the-box features. The integration between Pardot and Salesforce is beneficial if you know how to share the leads that a company finds useful so that they don't have to invest in manual work or do anything blindly to reach out to leads. Users can segment the leads using the features that the tool provides. I recommend the product to those who plan to use it. If a business is into B2B marketing and can afford to purchase Pardot, then they should buy it. If the product of a company is good, then Pardot can help multiply such an organization's ROI. Based on the product and how the sales and marketing team works, the tool can be useful. In short, the tool can be as good as the person who is using it. I rate the tool a nine out of ten.

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Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"Marketo is excellent in terms of hands-on usability and lead database management."

"The most valuable feature of this solution is Smart Campaigns."

"The product has been stable."

"One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without their consent. Firstly, the Marketo Insights system will highlight new customer segments that I should engage with."

"The main highlights of Marketo are its support structure, the documentation available, and the features mainly related to forms, landing pages, and leads. Although other platforms like Oracle Eloqua have similar features, Marketo's support structure, lead generation, and segmentation features are easier than those of different platforms."

"It's pretty good at handling customization and templates. We can put in different variables, so even someone without coding knowledge can create and develop emails that look good on different browsers."

"The most valuable features are the Marketo emails, both sending and tracking."

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

More Marketo pros

"The product is stable."

"Pardot directly integrates with CRM, specifically Salesforce, which has an excellent R&D team."

"It's easy to create email templates and landing pages."

"The solution can be easily integrated with Salesforce."

"Pardot's most valuable feature is its B2B marketing capabilities."

"For me, the best thing is the Custom Redirect. That's one key thing I like because using that particular Custom Redirect, I can track a link wherever I'm sharing it. I can track how and when people are accessing it."

"The most valuable feature is the customization of the solution."

"Campaign tracking is a valuable feature."

More Pardot pros

Cons

"Customer support could be more helpful."

"Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync."

"For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this."

"One limitation is the user limit. For bigger organizations with large audience sizes exceeding, let's say, 500k, the solution may not be as efficient as larger enterprise platforms like Salesforce or Oracle Eloqua. However, Marketo is one of the best platforms for mid-scale and small-scale organisations."

"The user experience needs improvement, particularly in terms of ease of use and navigation between projects."

"There is a bit of room for improvement in the level-one support team. It relies too much on documentation."

"Marketo's reporting and dashboarding features could be better. Compared to other tools, the visualization options with charts and graphs seem somewhat limited."

"Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution."

More Marketo cons

"The solution lacks integration with Instagram, which is our top problem with the product."

"Technical support has been quick and helpful every time."

"Pardot needs many improvements in terms of email design and design studio functionalities."

"When we compare it to other automation tools, in Pardot, I'm not able to see any drag-and-drop options. We have to work on an HTML template itself."

"Pardot must be synced with Salesforce."

"The user interface could be made more intuitive and user-friendly."

"The solution is quite expensive, at least, for smaller teams."

"For new people, the installation of the tool can be difficult."

More Pardot cons

Pricing and Cost Advice

"Marketo's pricing depends on the number of contacts and the level of features you need. Compared to other platforms like Oracle Eloqua and Salesforce Marketing Cloud, Marketo is generally more affordable. Like other platforms, it offers different packages based on your needs."

"The initial pricing was excellent, but the pricing for renewals is not as good."

"The licensing cost usually depends on the users."

"The pricing is not cheap, but it's not that expensive either."

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

"The solution is expensive compared to others."

"Marketo is too expensive for a small-sized company but more affordable for a larger-sized company."

"I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."

More Marketo pricing and cost advice

"It is a competitively priced product, considering what it provides."

"We pay about $4000 a month."

"The price of this solution is expensive. However, you are going to receive good value for money. They could improve by reducing the price."

"Make sure you do not pay for features that you may not need."

"In terms of pricing, Pardot is cheaper than Marketing Cloud."

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Top Industries

By visitors reading reviews

Computer Software Company

21%

Financial Services Firm

13%

Manufacturing Company

Real Estate/Law Firm

Educational Organization

67%

Computer Software Company

Financial Services Firm

Manufacturing Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

See all answers

What needs improvement with Marketo?

Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar ...

See all answers

What is your primary use case for Marketo?

We use Marketo to provide complex solutions that can be easily implemented. It is a great tool for managing lead databases.

See all answers

What do you like most about Pardot?

It has no limit for sending marketing emails.

See all answers

What is your experience regarding pricing and costs for Pardot?

Pardot was somewhat costly for our requirements, nonetheless, the capacities of the item were limited.

See all answers

What needs improvement with Pardot?

Pardot needs many improvements in terms of email design and design studio functionalities. It lacks a robust design studio, limiting our ability to perform various design activities efficiently. Yo...

See all answers

Comparisons

Salesforce Marketing Cloud vs Marketo

Compared 38% of the time

HubSpot Marketing Hub vs Marketo

Compared 16% of the time

Oracle Eloqua vs Marketo

Compared 16% of the time

SAP Marketing Cloud vs Marketo

Compared 8% of the time

Zeta Marketing Platform vs Marketo

Compared 3% of the time

More Marketo Competitors

Oracle Eloqua vs Pardot

Compared 46% of the time

Salesforce Marketing Cloud vs Pardot

Compared 21% of the time

Iterable vs Pardot

Compared 15% of the time

More Pardot Competitors

Product Reports

Buyer's Guide

Marketo

December 2024

Download Marketo product report

Buyer's Guide

Pardot

December 2024

Download Pardot product report

Learn More

Adobe

Salesforce

Overview

Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

Pardot, a salesforce.com Company, is an easy-to-use B2B Marketing Automation suite that helps sales and marketing teams maximize efficiency and increase revenue. Pardot's lead management software features CRM integration, email marketing, lead nurturing, lead scoring, and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.

Sample Customers

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

Arketi Group

Buyer's Guide

Marketo vs. Pardot

December 2024

Free Report: Marketo vs. Pardot

Find out what your peers are saying about Marketo vs. Pardot and other solutions. Updated: December 2024.

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